2012 New Age Beverages in the U.S.

Published: November 2012

Publisher: Beverage Marketing Corporation

Product ref: 154282

Pages: 339

Format: PDF

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Price: $ 5995.00

Report description

ALL THE ALTERNATIVES.

Offering insight on the array of beverages that compete for shelf space and consumer loyalty, this report examines ready-to-drink tea and coffee, sports beverages, energy drinks, single-serve fruit beverages and all the various New Age segments. It provides data on the segments' volume and sales and discusses leading companies and their strategies.

Report Extract:

Premium sodas have benefited from clever marketing strategies, combining consumer nostalgia with hip technology and retro kitsch.

  • New Jersey-based Boylan, for example, has played on uncluttered glass bottles that reprise the best aspects of older brands with classic flavors and cane-sugar formulations to enjoy steady growth radiating outward from its Northeast bulwark.
  • On the West Coast, the Henry Weinhard and Thomas Kemper brands have garnered reliable sections of the soft drink shelf set, while Goose Island, in the Midwest, and Saranac in the Northeast have garnered a similar presence.
  • Most of those entries offer traditional, sweet formulas (although increasingly avoiding corn syrup as a sweetener in favor of pure cane sugar), 12-ounce glass bottles of the sort largely abandoned by the major marketers and their bottlers in favor of cans and PET plastic, and down-to-earth positioning, often with a retro flair (not usually ironic in tone).
  • That is in striking contrast to a new flock of more explicitly "gourmet" sodas offered in whimsical names, healthier formulas (often using juice for sweetness and flavor) and unusual flavors, whether the varietal fruits of a Fizzy Lizzy, the arcane, culinary flavors (lemongrass or rhubarb, anyone?) of a Dry Soda, or the intense ginger bite of a Bruce Cost Ginger Ale, from the distinguished chef of that name. These aggressively target not just natural and gourmet retailers but restaurants (even white-tablecloth eateries) and cocktail lounges, where they can command prices as high as $6 a bottle.
  • Another subset of these sodas is the green-tea-based sodas, notably Steaz Sparkling Green Tea (earlier Steaz Green Tea Soda).
  • Some - like Polar, Big Red and Cheerwine - are super-regional brands that offer conventional packages at premium rather than superpremium prices, but try to ride their local roots, authenticity and ubiquity to a defensible position versus the major soft drink brands.
  • Others, like the all-natural Reed's, with its emphasis on pungent ginger taste, or Jones, with its novel flavors and interactive stance toward its consumers (most memorably, by running consumer-submitted photos on the label), try hard to attain an utterly unique positioning that will click with adventurous young consumers.

Table of contents

1. THE MULTIPLE SEGMENT NEW AGE BEVERAGE MARKET
The Current New Age Market
Exhibits
• New Age Beverage Market Dollar Sales and Volume 1985 – 2012
• New Age Beverage Market Annual Growth 1995 – 2012
• New Age Beverage Market Per Capita Consumption 1985 – 2012
2. NEW AGE SEGMENTS
New Age Beverage Market Segments – Dollars
• Single-Serve Water
• Single-Serve Fruit Beverages
• Sports Beverages
• Ready-to-Drink Tea
• Sparkling Water
• Premium Soda
• Vegetable/Fruit Juice Blends
• Ready-to-Drink Coffee
• Energy Drinks
• Single-Serve Dairy
• Kombucha
New Age Beverage Market Segments – Volume and Price
Exhibits
• New Age Beverage Market Segments Estimated Retail Dollar Sales 2007 – 2011
• New Age Beverage Market Segments Share of Retail Dollar Sales 2007 – 2011
• New Age Beverage Market Segments Change in Retail Dollar Sales 2008 – 2011
• New Age Beverage Market Segments Estimated Wholesale Dollar Sales 2006 – 2011
• New Age Beverage Market Segments Share of Wholesale Dollar Sales 2006 – 2011
• New Age Beverage Market Segments Change in Wholesale Dollar Sales 2007 – 2011
• New Age Beverage Market Segments Volume 2006 – 2012
• New Age Beverage Market Segments Share of Volume 2006 – 2012
• New Age Beverage Market Segments Change in Volume 2007 – 2012
• New Age Beverage Market Segments Estimated Wholesale Prices 2006 – 2011
3. NEW AGE REGIONAL MARKETS
New Age Regional Markets
• The South
• The West
• The Northeast
• The Midwest
New Age Segments by Regional Markets
• Sparkling Water
• Premium Soda
• Ready-to-Drink Tea
• Single-Serve Fruit Beverages
• Sports Beverages
• Retail PET Water
• Ready-to-Drink Coffee
Exhibits
• New Age Beverage Regional Markets Wholesale Dollar Sales 2006 – 2011
• New Age Beverage Regional Markets Share of Wholesale Dollars 2006 – 2011
• New Age Beverage Regional Markets Change in Wholesale Dollars 2007 – 2011
• New Age Beverage Regional Markets Wholesale Dollar Sales by Segment 2006 – 2011
• New Age Beverage Regional Markets Share of Wholesale Dollars by Segment 2006 – 2011
• New Age Beverage Regional Markets Change in Wholesale Dollars by Segment 2007 – 2011
4. NEW AGE DISTRIBUTION CHANNELS
Distribution of New Age Beverages
Exhibits
• New Age Beverages Estimated Volume by Distribution Channel 2006 – 2011
• New Age Beverages Volume Share by Distribution Channel 2006 – 2011
• New Age Beverages Volume Growth by Distribution Channel 2007 – 2011
5. THE LEADING NEW AGE COMPANIES AND THEIR BRANDS
The Leading Companies
PepsiCo, Inc.
• Overview
• Gatorade – Overview
• Gatorade – Marketing
• Gatorade – Distribution
• Aquafina – Overview
• Aquafina – Marketing
• Aquafina – Distribution
• PLTP – Overview
• PLTP – Marketing
• PLTP – Distribution
• SoBe – Overview
• SoBe – Marketing
• SoBe – Distribution
• Frappuccino – Overview
• Frappuccino – Marketing
• Ocean Spray – Overview
• Dole – Overview
• Tropicana – Overview
• Tropicana – Marketing
• Naked Juice – Overview
• Naked Juice – Marketing
• Naked Juice – Distribution
• Izze – Overview
• Izze – Marketing
• Izze – Distribution
• Amp – Overview
• Amp – Marketing
Coca-Cola Company
• Overview
• Dasani – Overview
• Dasani – Marketing
• Dasani – Distribution
• Energy Brands – Overview
• Energy Brands – Marketing
• Energy Brands – Distribution
• Nestea – Overview
• Nestea – Marketing
• Nestea – Distribution
• Gold Peak – Overview
• Minute Maid – Overview
• Minute Maid – Marketing
• Minute Maid – Distribution
• Fuze – Overview
• Fuze – Marketing
• Fuze – Distribution
• Powerade – Overview
• Powerade – Marketing
• Powerade – Distribution
• Honest Tea – Overview
• Honest Tea – Marketing
• Honest Tea – Distribution
• Full Throttle – Overview
• Full Throttle – Marketing
• Illy Issimo – Overview
• Illy Issimo – Marketing
Nestlé Waters North America
• Overview
• Marketing
• Distribution
Dr Pepper Snapple Group, Inc.
• Overview
• Hawaiian Punch – Marketing
• Snapple Beverage Group – Overview
• Snapple Beverage Group – Marketing
• Snapple Beverage Group – Distribution
• Venom – Overview
Red Bull
• Overview
• Marketing
• Distribution
Ferolito, Vultaggio & Sons
• Overview
• Marketing
• Distribution
Rockstar, Inc.
• Overview
• Marketing
• Distribution
Monster Beverage Corporation
• Overview
• Marketing
• Distribution
Exhibits
• Leading New Age Beverage Companies Estimated Wholesale Dollar Sales 2006 – 2011
• Leading New Age Beverage Companies Share of Wholesale Dollar Sales 2006 – 2011
• Leading New Age Beverage Companies Change in Wholesale Dollar Sales 2007 – 2011
• Leading New Age Beverage Brands Estimated Wholesale Dollar Sales 2006 – 2011
• Leading New Age Beverage Brands Share of Wholesale Dollar Sales 2006 – 2011
• Leading New Age Beverage Brands Change in Wholesale Dollar Sales 2007 – 2011
6. NEW AGE BEVERAGE ADVERTISING EXPENDITURES
New Age Beverage Brands Advertising Expenditures
New Age Beverage Advertising By Media
New Age Beverage Advertising By Category
Exhibits
• Leading New Age Beverage Brands Advertising Expenditures 2006 – 2011
• Leading New Age Beverage Brands Share of Advertising Expenditures 2006 – 2011
• Leading New Age Beverage Brands Change in Advertising Expenditures 2007 – 2011
• Estimated New Age Advertising Expenditures by Media 2006 – 2011
• Estimated New Age Advertising Share of Expenditures by Media 2006 – 2011
• Estimated New Age Advertising Change in Expenditures by Media 2007 – 2011
• Estimated New Age Advertising Expenditures by Market Segment 2006 – 2011
• Estimated New Age Advertising Share of Expenditures by Segment 2006 – 2011
• Estimated New Age Advertising Change in Expenditures by Segment 2007 – 2011
7. DEMOGRAPHICS OF THE NEW AGE BEVERAGE USER
The New Age Beverage Consumer
• Overview
• Comparative Demographics of New Age Brands
Exhibits
• Demographics of the Bottled Water Consumer 2011
• Demographics of the RTD Tea Consumer 2011
• Demographics of the Sports Beverage Consumer 2011
• Demographics of the Energy Drink Consumer 2011
• Demographics of the Poland Spring Consumer 2011
• Demographics of the Aquafina Consumer 2011
• Demographics of the Arizona Tea Consumer 2011
• Demographics of the Lipton Brisk Consumer 2011
• Demographics of the Gatorade Consumer 2011
• Demographics of the Powerade Consumer 2011
• Demographics of the Red Bull Consumer 2011
• Demographics of the Monster Consumer 2011
8. THE PROJECTED NEW AGE BEVERAGE MARKET
The Projected New Age Beverage Market
Changes in New Age Segments
• Premium Soda
• Sparkling Water
• Sports Beverages
• Single-Serve Water
• Ready-to-Drink Tea
• Single-Serve Fruit Beverages
• Single-Serve Dairy
• Ready-to-Drink Coffee
• Vegetable/Fruit Juice Blends
• Energy Drinks
• Kombucha
Exhibits
• Projected New Age Beverage Market Wholesale Dollar Sales by Segment 2011 – 2016
• Projected New Age Beverage Market Wholesale Dollar Share by Segment 2011 – 2016
• Projected New Age Beverage Market Compound Annual Growth by Segment 2011 – 2016

Price: $ 5995.00

Related research categories

By sector: General drinks

By market: United States (in North America)